Sports Celebrity endorsement impact on purchase intention
Revista Galega de Economía, 2023 This research aims to study Celebrity Endorsement in the context of Social Media when practiced by Sports Celebrities and its influence on Purchase Intention.
Francisco Moreira +3 more
doaj +1 more source
Kelaniya Journal of Management, 2017 All of us are consumers. We consume various product and services to fulfil our daily requirements and every time we have to decide what we buy, how we buy, where and when we buy.
J. D. T. Madhusanka
doaj +1 more source
Celebrity Endorsement and Content Instamarketing of Purchase Intention Beauty Products
Almana: Jurnal Manajemen dan Bisnis, 2021 Instagram is a social media that is widely used by people to find information. Pixy Cosmetics company uses Instagram and using celebrity endorsement as a spokesperson to create purchase intention.
Meilisya Nurfazzar Abdurohim +2 more
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The celebrity factory: new modes of fashion entrepreneurship [PDF]
, 2017 The aim of the paper is to analyze the contribution of celebrity culture to the re-shaping of the fashion industry, distancing from an oppositional view while embracing a systemic one, where celebrity is considered a fundamental engine of the ...
Marta Martina, Silvia Vacirca
core +2 more sources
A new model of how celebrity endorsements work: attitude toward the endorsement as a mediator of celebrity source and endorsement effects [PDF]
, 2015 This research introduces attitude towards the endorsement as a mediating variable in the relationships between celebrity source and endorsement factors and brand attitude.
Ajzen I. +11 more
core +2 more sources
The Effect of Celebrity Endorser Toward Purchase Intention: Negative Publicity as Moderator
Khazanah Sosial, 2022 The aim of this study was to examine the effect of celebrity endorsement, consumer engagement, brand loyalty, negative publication, and purchase intention.
Yanti Agustina +2 more
doaj +1 more source
THE INFLUENCE OF CELEBRITY ENDORSEMENT ON PURCHASE INTENTION OF WARDAH LIPSTICK PRODUCTS THROUGH BRAND IMAGE AND BRAND CREDIBILITY [PDF]
Russian Journal of Agricultural and Socio-Economic Sciences, 2019 This study aims to analyze the influence of celebrity endorsement, brand image, brand credibility and purchase intention on consumers of Wardah lipstick products in Kediri City. The population of this study is consumers of Wardah lipstick products in the
Sandi P.R., Surachman, Yuniarinto A.
doaj +1 more source
The Influence of Celebrity Endorsement and Product Quality on Online Shopping Interest
Almana: Jurnal Manajemen dan Bisnis, 2021 The development of online shopping in Indonesia is very fast than offline shopping makes promotion online also great demand, one form of online promotion is a promotion to an online celebrity who is considered to influence online sales.
Syifa Fauziah Hamidah
doaj +1 more source
The use of celebrity athletes as endorsers: views of the New Zealand general public [PDF]
, 2006 Matching celebrity athletes with potential endorsement opportunities is often difficult. Yet there are easy-to-use survey-based methods available. Based on a survey of the general public in New Zealand, this study uses both Ohanian's source-credibility ...
Charbonneau, Jan, Garland, Ron
core +2 more sources
Frontiers in Psychology, 2021 This research explored how perceived homophily and reverence of consumers bridge the gap between endorser characteristics and consumer-celebrity para-social interaction (PSI). Online surveys were utilized to collect data from consumers. The results based
Ke Zhang, Menghan Zhang, Chao Li
doaj +1 more source